Benefits Of A Long Tail Keyword Strategy To Your Business

Benefits Of A Long Tail Keyword Strategy To Your Business2017-11-072019-07-08https://tillison.co.uk/wp-content/uploads/2018/12/tillison-consulting-logo-dark.pngTillison Consultinghttps://tillison.co.uk/wp-content/uploads/2017/11/pexels-photo-533189.jpeg200px200px

In Search Marketing, the long tail can produce tremendous results to deliver high-intent traffic that converts really well.

So, what is the long tail and why is it important?

What is the Long Tail?

When we talk about search terms, or keywords that we might want to bid on in AdWords, Bing Ads or target with an SEO strategy, we’re talking about a range of terms across a search market which your customers use to find your product or service.

Why is the Long Tail Important?

In most keyword markets and therefore Search Marketing campaigns, adding the volume of traffic in the long tail and comparing that to the volume of traffic in the head almost always reveals that there’s more traffic in the long tail. It’s just spread across dozens or often hundreds of search queries or keywords.

Targeted correctly, long tail keywords have cheaper CPCs (Cost per Click) inlaid marketing campaigns and are easier to rank in an SEO campaign.

Long tail keywords usually represent a customer who is closer to a buying decision. They’re more educated about the product or service they need and, provided that your ad, and/or landing page content address that need, conversion rates are much higher too.

The net result of those factors is usually;

– more leads and sales from long tail keywords versus those in the head

– lower Cost per Conversion from long tail keywords than those in the head

Why the Head is Important

Don’t forget keywords in the head!

We’ve discussed Search Funnels and Impression Share elsewhere, both of which are critical to producing a great conversion rate. Briefly, here’s why;

– higher cost and more complex purchases need more clicks to convert

– customers often use different search terms during the buying journey, starting with head terms to research and understand before getting more specific with long tail terms

When your brand is only present in the head, you’ll miss the clicks when customers are ready to convert.

When your brand is present only for long tail terms, you’ll miss the opportunity to gain familiarity and build trust in your brand.

For the same reason that Impression Share is critical, being present throughout the customer search journey is critical too.

Google Shopping and the Long Tail

For eCommerce stores, the development and increasing prominence of Google Product ads have meant a huge increase in long tail traffic – unchecked, that can be unwanted traffic and needs managing carefully.